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Michael Cieply: Participant Sank When Everyone Jumped In
Participant Media, the activist entertainment company, started sinking when the rest of Hollywood got active.
Whatever else may have happened—announcing the shutdown, proprietor Jeff Skoll cited “revolutionary” changes in the entertainment business—Participant went under, I believe, because most of high-end Hollywood jumped into the company’s basically sound but modestly sized boat. Even when their efforts seemed a bit ethereal—I think of the Participant Index, a data-driven attempt to pin down what elements in entertainment spur concrete social change—the company made for good copy. Every year brings a new batch of films with a conscience, honoring what they like to call the double bottom line, commerce and good intention.
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